Get Results: More B2B Brand Ideas on Our New WebsiteBy Burkey Belser and Joe Walsh
March 11, 2016
You’ve earned their attention, now what? Our new website features offerings, philosophies and work that get firms results. You can find these outlined in our case studies, brand new videos and a rethought brand thinking resource center. But before visiting our site, we would like to explain how it is we intend to help you "get results."
Compelling content results in a beeline to your door.
No news here. Content marketing is the new black. Everyone’s talking about it, many are investing in it, all are wearing it, but few professional services firms or associations are wearing it well. As background, content marketing is not new to professional services. McKinsey introduced McKinsey Quarterly in the ‘60s to counter the commoditization of strategy consulting at the time.
Ever since, with some standout exceptions, other professional organizations have invested in a relatively dry mix of newsletters, alerts, white papers, articles and seminars. More recently, this “everyone’s-doing-it content marketing” looks for an audience in blogs, videos, social media posts, webinars and podcasts. Broadly, the same uninspiring fare is served through new digital distribution channels, like your mobile phone.
We call this "chatter content"—all it does is add to the noise in the system. Nothing wrong with it in principle, per se, but it could and should be more compelling, impactful and effective. That’s where Greenfield/Belser comes in. We deliver branded content that sells. Our skills include everything from content management system selection to content creation in the form or copywriting, video, information graphics, portrait photography, social campaigns, pitch books and proposal systems. We even have a hand in the creation of thirty second speeches so your people know what to say when they are asked what they do.